Syllabus
|
Course Code: DSE-MHMCT-7 Course Name: Service Marketing |
||
| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
|---|---|---|
| 1 | Marketing of Services Introduction – Growth of the Service Sector, The Concept of Service, and Characteristics of Services in reference with Hospitality Industry. Challenges to hospitality and tourism marketing. Marketing Concepts (Need, Want, Demand, TQM, Product, Customer value, Customer satisfaction, Exchange &Transaction, Market), Difference between marketing and Selling, Marketing Orientation (Product concept, Production concept, Selling concept, Marketing concept, Societal marketing concept). Hospitality Marketing System: Internal environment, External Environment (Micro environment, Macro environment) Introduction to the Concept of Marketing Mix. |
|
| 2 | Relationship between Market and Consumer Consumer Behaviour, Three stage model of service consumption: Pre Purchase Stage-factors influencing Decision Making. Purchase- factors influencing Purchase Post encounter Stage Factors influencing Buying Process Positioning services in competitive market: Introduction Consumer- Driven Services Marketing Strategy Segmenting Service Market Targeting Service Market Principles of Positioning Developing an effective positional Strategy |
|
| 3 | 4 P’s of Service Marketing Product: Concept of Hospitality Product, Package as a Product, New, Managing Product, New Product Development, Product Life Cycle, Brand and Branding, hospitality product marketing strategies Place: Concept of Hospitality Distribution, Distribution Channels, Management of Channels Price: Concept of price & pricing, factors affecting hospitality pricing, methods of pricing, pricing Strategies, Price Fixation in Hospitality. Promotion: Concept of Promotion &Promotion Mix, Developing Promotion for Hospitality Product, Advertising, Personnel Selling, Sales Promotion, Public Relation, Important Promotion tools in Hospitality. |
|
| 4 | Expanded Service Marketing Mix People: Service Encounters, People in Tourism service encounters- Consumers, Employees, Residents, Important practices of managing people and service encounters in hospitality- CRM and its Techniques, Internal Marketing and Capacity Building. Process: Procedures, Mechanisms, Time & cost Management, Balancing Capacity and demand management of hospitality services using process. Physical evidence: Concept & function of physical evidence, service capes and servuction frameworks, components of physical evidence, and managing evidence in hospitality industry. |
|
